By Jackson Blackledge, ECHELONN.IO

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In this guide, we'll give you a full playbook on how to scale Shopping Ads with custom landing pages. You'll learn:

• How your current product pages are capping your scale
• 3 landing page formats that convert NEW customers much better than standard PDPs
• When to use each one
• Real examples from brands running these pages

By the end, you'll know exactly which landing pages to build, when to use them, and how to match them to each campaign.

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We've looked into hundreds of Google Ads accounts this year.

9 times out of 10, they're running the same Shopping funnel:

Shopping ad → PDP → Checkout

There's nothing wrong with that honestly. It converts well in many cases, and plenty of brands do well running it this way.

But it's not the only option.

And in a lot of categories, it's not the best option, especially for prospecting campaigns where you’re getting NEW customers.

A lot of these buyers aren't ready to purchase the moment they land on your page.

Some are still comparing you against other brands. Some have questions or doubts that need answering before they'll trust you with their money.

When you send that kind of buyer straight to a buy box, a good chunk of them will just click away.

There are other landing page formats that could get you:

• Higher conversion rates
• Lower acquisition cost & higher ROAS
• More room for scale

Now let's look at the formats we’ve seen working well lately: